There are many ways one can measure brand reputation. Some of the most important methods are:
1. Online Reviews Share of Voice and Sentiment
Monitoring your online reputation program starts with ensuring that you see an increase in the share of voice (volume of mentions) of consumer reviews along with a more than average rating or in other terms more than average sentiment. Online reviews are social proof that prospects and potential buyers use to determine if your products or services will meet their needs. High volumes of reviews are preferred by consumers since it makes an organization look credible and reliable. Take note that while online reviews can greatly help attract new customers, they are also a positive indicator that can help retain the business of your existing customers. So, take special care to respond to both negative and positive reviews in order to encourage customer interaction. This is also a good way to better understand how to improve customer experience.
2. Web Traffic
Web traffic is another essential metric to measure your online reputation management and the effectiveness of those efforts. These are some of the key metrics:
* Traffic sources
* Number of unique, new, or returning visitors
* Interaction per visit
* Bounce rate
* Value per visit
* Exit pages
You can conveniently and easily monitor these metrics with tools such as Google Analytics. To drive traffic, the key is to start a blog that resonates with your audience and provides value to them. If the information you provide solves their pain points, expect them to keep coming back for more, and share your content to extend your reach.
3. Conversion Metrics
Another goal of a good reputation management campaign should be to build a lifelong relationship with your consumers. Growing your small business, regardless of which idea or niche it came from, is not just about obtaining new customers. It is about converting them and making them advocates for your brand. If you’re focusing on customer experience and are currently meeting their expectations, then you should have strong support from your audience and community. However, if you’re struggling with your customer base, then you need to measure advocacy and loyalty.
4. Social Reach
Social media is perfect for monitoring and measuring your online reputation. Social reach refers to the number of people who might have seen or come across your brand, products, and services, and all its relevant content on social platforms. Social reach and the associated sentiment as a brand reputation metric show how popular your business is in the sense of how many individuals and other businesses it reaches. If you have a high reach, then it indicates that there are some social media profiles with a large following talking about your business such as industry media or influencers.
5. Sentiment Analysis
Sentiment analysis is something that deals with a combination of sentiment, opinion, and subjectivity in text. Though sentiment analysis is something that might not be completely accurate, it can still provide tremendous value for your online reputation management. This KPI can help point out the weaknesses of your brand, be it service or product-wise. In the same way, it can emphasize the strengths of your brand and show you what customers value the most.
6. Share of Voice
This is one of the most important and well-known PR & online reputation management metrics, particularly for an in-depth analysis of your social and digital reputation. It is basically the percentage of the number of mentions or conversations about your business in the total conversations about your industry.